Examinando por Materia "Marketing relacional"
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Ítem Administración de inmuebles en arriendo: un análisis de las experiencias de inquilinos y propietarios(Universidad EAFIT, 2018) Jaramillo Londoño, Laura; Muñoz Molina, Yaromir; Estrada García, FedericoThe real estate sector of leases in Colombia has a high level of lack of professionalism on the part of real estate agents of the guild; although there are state regulations in this regard, there is no strict control that allows them to be complied with -- This is the origin of a large part of the sector's weaknesses, which in the end are reflected in the experiences of end users: owners and tenants -- Through this research, lived experiences were characterized as positive or negative, grouped into categories according to the responses of the subjects studied, in which it was found that compliance with the payment of the canon and negotiations on prices, conditions and signing of the contract were the most common for owners and tenants respectively -- The moments of truth relevant to each group were also found, among which were the compliance with the payment of the canon for the owners and the damages and repairs for the tenants -- The factors that valued the groups in the leasing agencies were also studied and it was found that the total representation before a tenant and receiving properties in suitable physical and legal conditions were the most valued by owners and tenants, in their order -- Finally, it was demonstrated, through a deep analysis that the relationship of cause and effect between the characterization of the experiences of each of the groups with leasing agencies and the attitudes towards them does not always behave in a linear mannerÍtem Análisis de la percepción del endomarketing en una institución de educación superior en Medellín(Universidad EAFIT, 2018) Escobar Varela, María Alejandra; Muñoz Molina, YaromirThe present proposal is of descriptive exploratory type, and intends to approach the notion of endomarketing to achieve a better understanding within the organizations, and for that, they take into account subjects such as organizational climate, internal public, orientation to the service and culture, with the final objective of acquiring the tools required in the deep analysis in the results -- The present study makes a description of the theoretical references that are directly related to the notion of endomarketing and that make inferences about the multiple denotative and connotative variables that base in structures on the internal public of companies -- In addition, reading and contrasting these sources provides the necessary elements to clarify the application of this proposal as a tool -- In addition, a description of concepts complementary of endomarketing is done, and the role they play in their application with actions focused on the internal public that have an impact on aspects such as the organizational climate and the performance of employees and that, later, have positive impacts on organizational profitability and culture alignment, is analyzed -- Besides assimilate and incorporate these conclusions, the objective will be to verify the relevance of an endomarketing strategy in in educational institutions and specifically in the university world of the Universidad Pontificia Bolivariana, located in Medellin, including workers who have a vinculation of more than six monthsÍtem Análisis de la retención a partir del vínculo comercial entre el cliente y el concesionario automotor durante los mantenimientos periódicos de vehículos.(Universidad EAFIT, 2019) Rincon Muñoz, David Alberto; Escalante Gómez, Juan EstebanÍtem Diagnóstico de las estrategias y actividades de mercadeo relacional y CRM realizadas por las Pymes manufactureras del sector textil e insumos para la confección del departamento de Antioquia(2018) Ruíz Velásquez, María Andrea; Ochoa Ceballos, Lina MaríaÍtem Efectos del eduentretenimiento en la recordación de marca de los niños y la forma como los padres se ven influenciados en el proceso de compra(Universidad EAFIT, 2014) Álvarez del Castillo, María Camila; Hurtado Ochoa, Carolina; Gaviria Barreneche, Camila; Muñoz Molina, YaromirLos parques de eduentretenimiento se presentan como una industria en crecimiento que cobra cada vez más importancia en el sector privado, en donde los inversionistas esperan encontrar un retorno a su inversión, por medio del efecto en términos de recordación de marca e influencia de compra que se pueda ejercer en su público objetivo -- La bibliografía desarrollada alrededor del tema es limitada, por lo que se hace importante tanto para la Academia como para la industria estudiar este fenómeno -- Por medio de este estudio, se pretende entender el efecto que los parques de eduentretenimiento pueden tener en los niños, en términos de recordación de marca y de influencia de compra en sus padres, para lo cual se realizó una exploración bibliográfica de los temas relacionados, y se desarrolló una fase de investigación cualitativa y cuantitativa, para encontrar respuestas al respecto -- En el presente documento se hace un análisis de cómo se han desarrollado los parques de eduentretenimiento alrededor del mundo, se desarrolla un marco conceptual en donde se integran la psicología del consumo infantil, la recordación de marca y la influencia de compra, como factores centrales para el eje de la investigación, y, por último, se hace una descripción de la metodología empleada y de los hallazgos encontrados -- Los resultados demuestran que los parques de eduentretenimiento tienen un efecto positivo en términos de recordación de marca en los niños; sin embargo; esta es una recordación que tendrá más influencia en el consumo futuro de estos niños que en el consumo del corto plazo -- Igualmente, se evidencia que estos niños tienen gran influencia en el comportamiento de compra de sus padresÍtem Elementos del marketing educativo para orientar estrategias en servicios enfocadas a los estudiantes de pregrado de la universidad EAFIT(Universidad EAFIT, 2018) Cubillos, Martha; Martínez Camacho, Karin Milena; Rojas de Francisco, Laura Isabel; Mejía Gil, María ClaudiaThis research seeks to know the elements of educational marketing focused on service, to offer a positive experience to students in higher education institutions, as well as to know the experience of undergraduate students of Universidad EAFIT in their academic training process with university welfare and academic services -- To know the experience with these services, they were divided into five themes: welfare services, user services, academic services, academic support services and infrastructure services -- The work was based on exploratory and descriptive research; a quantitative methodology is applied through a questionnaire to a sample composed of students from the different undergraduate programs of Universidad EAFIT -- Among the findings, a level of satisfaction with the academic and welfare services offered by the university stands out, as well as a high level of satisfaction with the infrastructure services of the university campusPublicación Estrategias de fidelización de clientes de agencias de seguros en el eje cafetero(Universidad EAFIT, 2025) Rojas Giraldo, Alejandra María; Ramírez Parada, César Augusto; Murillo Martínez, Mauricio; Serrano Rivero, Sergio Andrés; Uribe de Correa, Beatriz AmparoThe objective of this research is to design loyalty strategies for companies in the Coffee Axis that operate as insurance intermediaries, aiming to retain their clients, who are prominent entrepreneurs in the region. Throughout this study, several theoretical approaches are discussed, highlighting the insurance sector and intermediation as a sales channel, customer service and attention, customer management and loyalty strategies, relational marketing, digital marketing, e-commerce, neuromarketing, value strategies, and competitiveness. It is worth noting that during the research process, which followed a qualitative approach, unstructured interviews were conducted with an intentionally defined sample of entrepreneurs from the Eje Cafetero, selected by the authors of the study. The purpose was to identify the loyalty strategies employed by insurance intermediaries who assist these entrepreneurs with risk transfer based on their analysis and advice. Additionally, firsthand feedback was gathered from these entrepreneurs, including their comments, opinions, and observations as leaders of their companies, owners, or decision-makers in risk management. The findings and results, derived not only from the interviews but also from their analysis, highlighted the importance entrepreneurs place on proximity and relationships with intermediaries, personalized attention, agility in response times, attention to and follow-up on claims, and the provision of a differentiated value offering. The main conclusion drawn from the results is the need to implement strategies that enable companies to work collaboratively with insurance intermediaries. This collaboration should aim to provide personalized attention tailored to client needs, establish effective and ongoing communication, and foster customer loyalty. These efforts ensure brand allegiance, contribute to the sustainability and competitiveness of the company in the market, and address the challenges faced by the insurance sector in the region.Ítem Estrategias de vinculación de egresados al programa de MBA(Universidad EAFIT, 2014) García Espinosa, Gladys Yanet; Cuéllar Bermúdez, Ulises OrestesEl presente trabajo de carácter descriptivo tiene como objetivo identificar necesidades, gustos y preferencias de los egresados del MBA de la Universidad EAFIT respecto a información relacionada con canales de comunicación, contenido, periodicidad, frecuencia y selección de actividades, para mantenerse en contacto con ellos -- Por tanto, para disponer de un adecuado conocimiento de las necesidades del egresado, se ha utilizando una herramienta efectiva, como es la investigación de mercados cuantitativa, cuyo objetivo es obtener información, mediante la aplicación de encuestas compuestas por 12 preguntas a una muestra de 300 egresados del programa del MBA de todo el país, utilizando el Sistema de Evaluaciones y Encuestas (SEVEN), de EAFIT -- Con los resultados anteriores se plantean dos propuestas encaminadas a involucrar a los egresados en el programa, con el fin de cimentar una relación de largo plazo que permita garantizar por parte del MBA un alto nivel de satisfacción a sus egresados -- Las dos propuestas que surgen como resultado de los análisis arrojados por la investigación de mercados están encaminadas así: una, a desarrollar la actividad Programa visitas empresariales, y la otra, a desarrollar la actividad Programa egresado mentorÍtem Formulación de estrategias para el desarrollo ejecutivo de Viento en Popa Ensamble - Popayán - Colombia: planificación, CRM y programación(Universidad EAFIT, 2015) Gómez Coral, René Gabriel; Vinasco Guzmán, Javier AsdrúbalLa presente monografía hace un estudio de distintos elementos de la gestión cultural que se relacionan con la interacción del público y los artistas, a partir de ello, genera una propuesta metodológica que plantea una ruta estratégica diseñada para el desarrollo ejecutivo de Viento en popa ensamble en la ciudad de Popayán – Colombia, dicha ruta se traza para que la agrupación asuma una visión enfocada a la planificación, su programación y la formación de públicoÍtem Grupo Ancestro: propuesta musical a partir de la metodología de Peter Spellman(Universidad EAFIT, 2015) Múnera Llano, Halmar; Vinasco Guzmán, Javier AsdrúbalÍtem Propuesta comercial con mejores garantías para los clientes de distribución en una industria de alimentos balanceados para animales(2018) Sierra Pérez, Carlos Ignacio; Giraldo Hernández, Gina María; Arias Salazar, AlejandroThis research analyzed the relational capital of a feed company for animals in the point of sale channel, through the method of semi-structured interviews with managers and owners of points of sale considered experts affected -- We reviewed some reasons why the point of sale channel brings benefits to the company, from the purchase volume, the payment method and the discount conditions, which become the added value received by final consumers -- The analyzed information corresponding to the year 2017 showed that, in general, the point-of-sale channel gives more benefits to the company than the direct channel, compared from the volume of sale and participation, economic benefit from the margin and the performance in the portfolio, due to its better payment habits, to the largest number of clients with normal commercial conditions and the lowest volume at risk per customer -- Finally, a commercial alternative with better guarantees is proposed, which strengthens links with distributors and increases loyalty